Lubbock, Texas, Learns the Power of PR

For the past year, AngelouEconomics has worked with the Lubbock Economic Development Alliance (Lubbock EDA) to help change perceptions and create national and international awareness of Lubbock through an innovative and cost effective economic development marketing program. Lubbock, like many other communities across the U.S., had little recognition among target industry executives and site selection consultants. While Lubbock was well known for Texas Tech University and nationally recognized basketball coach Bobby Knight, people didn't immediately think of Lubbock for its outstanding business climate, highly educated workforce, affordable land, central location, and unlimited economic development resources.

At last month's World Congress on Information Technology (WCIT) conference in Austin, a canvas tote bag bearing the name of Lubbock took center stage. Lubbock EDA officials used the power of PR and marketing to generate national and international attention for Lubbock by spending $15,000 to sponsor the WCIT conference tote bag. The red and black tote bags (Texas Tech University's colors) featured the WCIT logo on one side and "Lubbock Economic Development Alliance, Home of Texas Tech University" on the other. The bag was distributed to over 2,200 conference delegates representing 80 countries and every major technology company from Dell to Microsoft to Intel. Lubbock EDA has since printed an additional 5,000 tote bags to distribute to local citizens wanting to do their part in promoting Lubbock.

While Lubbock EDA executives did not expect the tote bags to create such publicity, national media outlets picked up on the story, wondering "Where is Lubbock, Texas, and why is its name associated with an international technology conference?" All total, the marketing ROI generated by the tote bag more than doubled the cost of the investment.

Don't be surprised if you see Colin Powell, Michael Dell, or the President of Malaysia carrying a Lubbock tote bag on their next business trip.

To purchase your own Lubbock tote bag, contact the Lubbock Economic Development Alliance at toll free 800-687-5330.

Lubbock Tote-Bag in the News:
Lubbock of Leave It:  Where's the burnt orange?  Event's totes tout Lubbock
(May 2, 2006)

Technology Conference in Austin Touts Lubbock on Totes (May 2, 2006)

Lubbock Promotion at World Event Leaves Austin Seeing Red (May 3, 2006)

Austin Matches Lubbock Tote-for-Tote at Tech Conference (May 4, 2006)

Lubbock Wins Tote-Bag Battle With Austin (May 5, 2006)

Austin, Lubbock Go Bag and Forth With Promotions (May 5, 2006)

Raider Nation's Austin Invasion (May 6, 2006)

LEDA Went to Austin to Tote Lubbock (May 7, 2006)

Lubbock is Real High-Tech (May 7, 2006)

Tote Bags Rocked and Austin Pouted (May 16, 2006)